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市场调查报告书
商品编码
1639421

行动分析 -市场占有率分析、产业趋势与统计、成长预测（2025-2030）

Mobile Analytics - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2025 - 2030)
出版日期: | 出版商: Mordor Intelligence | 英文 120 Pages | 商品交期: 2-3个工作天内

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简介目录

行动分析市场规模预计到 2025 年将达到 90.5 亿美元，预计到 2030 年将达到 267.6 亿美元，预测期内（2025-2030 年）复合年增长率为 24.2%。

行动分析-市场-IMG1

推动市场的关键因素是多个行动分析营运商采用人工智慧、巨量资料和机器学习等创新技术。

主要亮点

  • 消费者现在经常使用行动应用程式来执行日常任务。这些应用程式使用大量资料。为了有效地管理和分析如此庞大的资料，需要强大的分析系统。从这个意义上说，资料分析就显得极为重要。这些应用程式帮助不同的企业获得资料主导的见解。行动应用程式分析是对行动应用程式内活动的监控。这项研究可以揭示使用者如何与程式互动以及某些事件是否导致他们卸载程式。它还追踪互动、技术资料、转换管道和其他指标，以帮助您确定您的应用程式是否对您的受众和您的业务有意义，从而使您能够指导未来的开发。
  • 根据国际电信联盟的预测，去年有近 53 亿人（约占世界人口的 66%）使用了网路。增强的人工智慧 (AI) 和机器学习模型正在使行动分析解决方案（包括应用程式分析）变得更加智慧。该应用程式的大多数管理指标已经不再只是简单地呈现讯息，而是融入了资料分析模型和仪表板。 Google 使用 Firebase 实现行动装置分析的现代化。通知、归因、邀请、储存、深层连结、AdMob 和 AdWords 全部汇集在一起，为企业和消费者提供最大的洞察力。例如，Google Analytics 和 Microsoft Clarity 开发了一款应用程式分析助手，可协助企业领导者无需进行资料探勘即可发现令人信服的见解。
  • 产品和行销团队可以使用行动分析资料来创建积极的回馈循环。当您更新网站或应用程式、启动宣传活动或发布新功能时，您可以测试这些变更如何影响您的受众。根据受众的反应，团队可以做出进一步的更改并获得更多资料以进行进一步测试。这创造了一个改进产品的良性循环。依赖应用程式的行动分析比传统的基于网路的分析平台更加方便和准确。大多数行动分析工具使用 SDK 来追踪使用者活动，允许供应商根据作业系统使用不同的程式码来追踪自订事件。
  • 与网路分析不同，SDK 不依赖 cookie 来唯一识别使用者。因此，与其他一些方法相比，移动分析可能会产生更准确的结果。此外，与典型的桌面使用相比，行动电话占据了全球网路流量的大部分。
  • 然而，行动分析业务必须解决资料安全问题。由于敏感资料洩露，应用程式分析公司损失了许多用户和收入。一些盗版者闯入用户帐户以窃取合法用户的重要资讯。这些凭证被出售，用户的敏感资料透过P2P文件共用通讯协定或 VPN传输。注入攻击、拒绝服务 (DoS) 攻击和病毒攻击允许存取资料管理软体并损害资料机密性，从而对资料安全构成威胁。
  • COVID-19 的爆发影响了多个行业，包括行动行销和广告。短期内，公司正在控制行销支出，直到局势稳定下来。然而，未来，广告预算将从印刷和户外活动等传统行销转向数位和行动行销，最终用户将主要留在室内并主要在行动电话和电视上消费内容。因此，减少社交距离将对行动行销分析的使用产生正面影响。

行动分析市场趋势

零售业占据主要市场占有率

  • 零售业务管理已成为一个复杂的过程，已从专注于产品转向关注客户满意度。消费者的期望不断增加。他们期望各层面的个人化、更快的履约选项以及统一的全通路体验。竞争压力不断增加，商业的定义不断演变。
  • 零售公司正在利用行动作为强大的行销平台。零售企业，尤其是电子商务企业，预计将成为行动分析解决方案的主要需求目的地。由于电子商务公司努力创造个人化购物体验，行动分析市场预计将在全球范围内产生可观的收益。
  • 随着全球零售和电子商务行业的扩张，行动分析提供者拥有庞大的市场。随着网路基础设施的发展，这些产业持续显着成长，为当地供应商创造了巨大潜力。例如，根据美国零售联合会的数据，去年美国零售商店的收益超过 4.86 兆美元。此外，零售业销售额预计将成长6%至8%，去年电子商务零售业超过1.17兆美元，年增率为11%至13%。用于电子商务和零售的行动分析解决方案在美国、印度、中国、韩国和台湾等国家越来越受欢迎。
  • 此外，根据印度品牌资产基金会的数据，零售业已成为印度最具活力的产业之一，预计到 2024 年将达到近 1.3 兆美元。
  • 市场上的供应商活动反映了零售商和行动分析平台之间不断加强的合作，以满足各种新兴需求，包括新客户的获取和保留。这些长期合作伙伴关係为扩大我们的研究目标市场做出了巨大贡献。
  • 由于整个行业的数位化程度不断提高、多通路业务的成长以及零售分析解决方案的创建，零售业变得越来越活跃。零售组织必须处理大量资料，包括客户购买习惯，因此每一次接触和资料点都有可能使零售部门更有效和成功。零售公司正在投资技术开发以改善劳动程序。行动分析的采用正在提高零售收益和客户服务效率。

亚太地区占主要市场占有率

  • 由于智慧型手机使用量的快速增加和行动商务电子邮件的增加，预计亚太地区行动分析市场将在预测期内显着成长。根据TRAI的报告，截至去年10月底，印度通讯用户数达到117,045万户。
  • 此外，印度不断扩张的零售和电子商务行业已成为行动分析提供商的庞大市场。随着中国网路基础设施的改善，这些产业预计将继续大幅成长，为国内供应商创造巨大潜力。德里、孟买、班加罗尔和海得拉巴等城市正在成为电子商务和零售主导的行动分析解决方案的主要中心。根据IBEF 预测，到2025 年，印度社群电商产业规模可能会成长至160 亿至200 亿美元，复合年增长率为55%-60%，其中电子商务市场预计到2024 年将成长至1,110 亿美元，到2026 年将成长至1,110 亿美元预计将达到2,000亿美元。
  • 随着智慧型手机的普及，亚太地区对行动分析服务的需求不断增加。客户还使用行动分析来对行动资料流量进行基本调查。行动电话和平板电脑的普及、智慧型网路安全解决方案的需求不断增长以及网路服务收入推动了行动分析市场。
  • 拥有大量用户的公司正在效仿亚洲其他地区「超级应用程式」的成功，以使其服务产品脱颖而出。例如，GoJek 和 Grab 为东南亚用户提供叫车、付款系统、食品配送、电子商务、出版等服务，他们的经营模式也在印度市场取得进展。例如，Truecaller 是一款拥有 1.4 亿日有效用户的应用程序，可以筛检陌生人和机器人的来电，该应用程式计划引入信用融资系统。印度用户还可以使用该应用程式来录音、发送讯息和付款。
  • 此外，甚至在冠状病毒之前，印度的大部分数位广告支出就集中在行动装置上，而这一世界性事件是这一趋势的催化剂。该公司 45-55% 的数位广告预算花在行动装置上，预计去年这一比例将增至 65% 以上。据 Exchange4Media 称，广告预算大量投资于富媒体、社群媒体行销和付费搜寻广告。预计此类趋势将进一步推动所研究市场的成长。

行动分析产业概述

全球行动分析市场由几家大公司主导，市场占有率OpenText Corporation、Facebook Inc.、Google LLC、Microsoft Corporation 和 Contentsquare SaaS。这些公司专注于与行动分析相关的研发活动。我们将介绍一些最近的市场趋势。

  • 2022 年 4 月 - Mobile Marketing 和 Roomvo 共同建置了一个视觉化分析模组，可在 Mobile Marketing 的用户端网站上使用。据该公司称，透过使用 Roomvo 强大的分析功能，商家可以对客户有新的了解，并做出从库存系统到促销规划的资料驱动的业务选择。
  • 2022 年 11 月 - Vianova 与按需运输公司 Fenix 建立策略合作伙伴关係，展示其在中东的行动专业知识。 Fenix 在沙乌地阿拉伯、阿联酋、巴林和卡达等五个国家使用 Vianova 的行动分析平台，以获得车辆洞察并加强与城市的合作。

其他好处

  • Excel 格式的市场预测 (ME) 表
  • 3 个月分析师支持

目录

第一章简介

  • 研究假设和市场定义
  • 调查范围

第二章调查方法

第三章执行摘要

第四章市场洞察

  • 市场概况
  • 产业价值链分析
  • 产业吸引力－波特五力分析
    • 供应商的议价能力
    • 消费者议价能力
    • 新进入者的威胁
    • 替代品的威胁
    • 竞争公司之间敌对关係的强度
  • 评估 COVID-19 对行动分析市场的影响

第五章市场动态

  • 市场驱动因素
    • 智慧型手机革命产生大量资料
    • 电子商务资料爆炸可能推动市场
  • 市场问题
    • 安全漏洞挑战

第六章 市场细分

  • 按类型
    • 应用分析
    • 宣传活动分析
    • 服务分析
    • 其他的
  • 按行业分类
    • 零售
    • BFSI
    • 政府机构
    • 资讯科技和电信
    • 媒体娱乐
    • 其他的
  • 按地区
    • 北美洲
    • 欧洲
    • 亚太地区
    • 其他的

第七章 竞争格局

  • 公司简介
    • OpenText Corporation
    • Facebook Inc.
    • GoodData Corporation
    • Google LLC
    • Contentsquare SaaS
    • Microsoft Corporation
    • Oracle Corp.
    • Adobe Inc.
    • Salesforce.com Inc
    • AppsFlyer Ltd

第八章投资分析

第九章 市场机会及未来趋势

简介目录
Product Code: 49545

The Mobile Analytics Market size is estimated at USD 9.05 billion in 2025, and is expected to reach USD 26.76 billion by 2030, at a CAGR of 24.2% during the forecast period (2025-2030).

Mobile Analytics - Market - IMG1

The main factor driving the market is the adoption of innovative technologies like artificial intelligence, big data, and machine learning by several mobile analytics businesses.

Key Highlights

  • Mobile apps are now more frequently used by consumers to do daily tasks. These applications use a huge amount of data. A powerful analytics system is needed to manage and analyze this enormous amount of data effectively. In this context, data analytics is quite important. It helps diverse businesses use these apps to gain data-driven insight. Mobile App Analytics is to monitor activity within mobile applications. This research can reveal how users interact with a program and whether a specific incident led users to uninstall it. Tracking interaction, technical data, conversion funnels, and other metrics can also assist in determining whether an app makes sense for both the audience and the business and can direct its future development.
  • ITU predictions nearly 5.3 billion people or about 66% of the global population - were utilizing the Internet last year. With enhanced Artificial Intelligence (AI) and machine learning models, mobile analytics solutions, including app analytics, are becoming smarter. The majority of app management metrics are evolving beyond simply presenting information to incorporate data analytics modeling and dashboarding. Google is utilizing Firebase to reinvent analytics for mobile devices. Notifications, attribution, invitations, storage, deep links, AdMob, and AdWords are all packed together to give companies and consumers the greatest insights. For example, Google Analytics and Microsoft Clarity have developed app analytics assistants for corporate leaders to uncover fascinating insights without the need for data mining.
  • Product and marketing teams can create positive feedback loops with mobile analytics data. As they update their site or app, launch campaigns, and release new features, they can test the impact of these changes on their audience. Based on how audiences respond, teams can make further changes that yield even more data and lead to more testing. This creates a virtuous cycle that polishes the product. Mobile analytics, which depends on apps, is far more convenient and accurate than traditional web-based analytics platforms. As most mobile analytics tools use an SDK to track user activity, vendors can use various codes to track custom events, depending on the operating system.
  • Unlike web analytics, SDKs do not depend on cookies to uniquely identify a user. Hence, compared to several other approaches, mobile analytics will likely generate more accurate results. Also, mobile phones are responsible for most internet traffic globally compared to general desktop usage.
  • However, mobile analytics businesses still need to address data security problems. Due to sensitive data breaches, app analytics firms lost a large number of users and income. Some pirates break into user accounts in order to steal important information from legitimate users. These credentials are sold, and users' sensitive data is transferred using peer-to-peer file-sharing protocols or a VPN. Injection attacks, Denial of Service (DoS) assaults, and virus attacks pose data security threats by allowing access to data management software and putting data confidentiality at risk.
  • The COVID-19 pandemic impacted multiple sectors, including mobile marketing and advertising. In the short term, companies have curtailed their marketing spending till the situation stabilizes. However, in the future, the shift of advertising budget from traditional marketing like print and outdoor activities to digital and mobile marketing would witness a spike, with end-users being indoors and preferring to consume content primarily on their mobile phones or TV. Social distancing, thus positively impacting the usage of mobile marketing analytics.

Mobile Analytics Market Trends

Retail Industry Holds Significant Market Share

  • Retail management has become an intricate process with customer satisfaction as its central theme, shifting from focusing on products. Shopper expectations are increasing where. They expect personalization at all levels, faster fulfillment options, and unified omnichannel experiences. Competitive pressures are also increasing, and the definition of commerce continues to evolve.
  • Retailers are using mobile as a powerful marketing platform. The retail sector, especially e-commerce operations, is expected to be the primary demand for mobile analytics solutions. Efforts of e-commerce companies to create personalized shopping experiences are expected to draw considerable revenues to the mobile analytics market globally.
  • An enormous market is available for mobile analytics providers because of the expanding global retail and e-commerce industries. The industries will continue to grow significantly with the development of internet infrastructure, creating a significant potential for local suppliers. For instance, According to the National Retail Federation, revenues from over retail outlets in the United States exceeded USD 4.86 trillion last year. Furthermore, retail industry sales are predicted to rise between 6% and 8%, and e-commerce retail sales exceeded USD 1.17 trillion last year, growing at an 11-13% annual pace. Mobile analytics solutions for e-commerce and retail are increasingly popular in nations including the United States, India, China, South Korea, Taiwan, and others.
  • Moreover, the retail industry has emerged as one of the dynamic industries in India, which is anticipated to reach nearly USD 1.3 trillion by 2024, according to the India Brand Equity Foundation.
  • The market's vendor activity points to expanding collaborations between retailers and mobile analytics platforms to meet various emerging needs, including new customer acquisition and retention. Such long-term alliances have significantly contributed to the market under study's expansion.
  • The retail industry has become more dynamic as a result of increased digitization throughout the retail industry, the growth of multi-channel operations, and the creation of retail analytics solutions. Since retail organizations must handle a massive quantity of data, such as customer purchasing habits, every encounter and data point can potentially make the retail sector more effective and successful. Retailers are investing in developing technology to improve labor procedures. The adoption of mobile analytics boosts retail revenue and customer service effectiveness.

Asia Pacific to Occupy Significant Market Share

  • The Asia Pacific, mobile analytics market, is expected to grow significantly over the forecast period owing to the surge of smartphone device utilization and an increasing number of mobile business emails. According to a TRAI report, India's telecom subscriber base reached 1170.45 million at the end of October last year.
  • Additionally, the expanding Indian retail and e-commerce industry presents a sizable market for mobile analytics providers. The industries will continue to grow significantly with the improvement of the nation's internet infrastructure, creating a major potential for local suppliers. Major hubs for e-commerce and retail-driven mobile analytics solutions are emerging in cities like Delhi, Mumbai, Bangalore, and Hyderabad. According to IBEF, India's social commerce sector has the ability to develop to USS 16 to 20 billion in the year 2025, at a CAGR between 55% to 60%, while the country's e-commerce market is predicted to reach USD 111 billion by 2024, and USD 200 billion by 2026.
  • As smartphones become more popular, there is an increasing need for mobile analytics services in the APAC area. Customers also employ mobile analytics for a fundamental study of mobile data traffic. The mobile analytics market is driven by the proliferation of phones and tablets, the rising need for smart cybersecurity solutions, and income from internet services.
  • Companies with a large audience differentiate their offering, replicating the success of 'super-apps' seen elsewhere in Asia. For example, GoJek and Grab are offering users across South Eastasia a range of features, such as ride-hailing, payment systems, food delivery, e-commerce, publishing, and their business model, is one that is catching on in the Indian market. For instance, Truecaller - an app that allows its 140 million daily active users to screen calls from strangers and bots - plans to implement a credit loaning system. Users based in India can also use the app to record calls, send messages, and complete payments.
  • Furthermore, most of India's digital ad spend was mobile-focused before the coronavirus pandemic, and this global event has acted as a catalyst for this trend. Between 45-55% of organizations' digital advertising budgets are spent on mobile, which is anticipated to increase to more than 65% in the last year. As per Exchange4Media, ad budgets invest heavily in rich media, social media marketing, and paid search. Such trends are expected to drive further the growth of the market studied.

Mobile Analytics Industry Overview

The Global Mobile Analytics Market is dominated by a few giants, like OpenText Corporation, Facebook Inc., Google LLC, Microsoft Corporation, and Contentsquare SaaS, which occupy most of the market share. They are emphasizing R&D activities related to mobile analytics. Some of the recent developments in the market are:

  • April 2022 - Mobile Marketing and Roomvo collaborated to build a visualizer analytics module available on Mobile Marketing's client site. According to the firm, using strong analytics from Roomvo, merchants can acquire new levels of insight into their customers and make data-driven business choices, from inventory systems to promotion planning.
  • November 2022 - Vianova established a strategic alliance with on-demand transportation company Fenix to deliver mobility expertise to the Middle East. Fenix employs Vianova's mobile analytics platform in five countries, including Saudi Arabia, United Arab Emirates, Bahrain, and Qatar, to get insights about its fleets and increase collaboration with cities.

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 INTRODUCTION

  • 1.1 Study Assumptions and Market Definition
  • 1.2 Scope of the Study

2 RESEARCH METHODOLOGY

3 EXECUTIVE SUMMARY

4 MARKET INSIGHTS

  • 4.1 Market Overview
  • 4.2 Industry Value Chain Analysis
  • 4.3 Industry Attractiveness - Porter's Five Forces Analysis
    • 4.3.1 Bargaining Power of Suppliers
    • 4.3.2 Bargaining Power of Consumers
    • 4.3.3 Threat of New Entrants
    • 4.3.4 Threat of Substitute Products
    • 4.3.5 Intensity of Competitive Rivalry
  • 4.4 Assessment of the Impact of COVID-19 on the Mobile Analytics Market

5 MARKET DYNAMICS

  • 5.1 Market Drivers
    • 5.1.1 Smartphone Revolution to Generate Enormous Data
    • 5.1.2 Data Explosion from E- commerce Likely to Propel the Market
  • 5.2 Market Challenges
    • 5.2.1 Challenges Regarding Security Breach

6 MARKET SEGMENTATION

  • 6.1 By Type
    • 6.1.1 Application Analytics
    • 6.1.2 Campaign Analytics
    • 6.1.3 Service Analytics
    • 6.1.4 Other Applications
  • 6.2 By End-User Vertical
    • 6.2.1 Retail
    • 6.2.2 BFSI
    • 6.2.3 Government
    • 6.2.4 IT and Telecom
    • 6.2.5 Media and Entertainment
    • 6.2.6 Other End-User Verticals
  • 6.3 By Geography
    • 6.3.1 North America
    • 6.3.2 Europe
    • 6.3.3 Asia Pacific
    • 6.3.4 Rest of the World

7 COMPETITIVE LANDSCAPE

  • 7.1 Company Profiles
    • 7.1.1 OpenText Corporation
    • 7.1.2 Facebook Inc.
    • 7.1.3 GoodData Corporation
    • 7.1.4 Google LLC
    • 7.1.5 Contentsquare SaaS
    • 7.1.6 Microsoft Corporation
    • 7.1.7 Oracle Corp.
    • 7.1.8 Adobe Inc.
    • 7.1.9 Salesforce.com Inc
    • 7.1.10 AppsFlyer Ltd

8 INVESTMENT ANALYSIS

9 MARKET OPPORTUNITIES AND FUTURE TRENDS